1. MARKET SITUATION
The Belgian telecom market, particularly as it relates to triple play offers, has been dominated by three major players for over ten years. In the north, Proximus (still known as Belgacom until October 2014) dominates the market alongside Telenet, and in the south, Proximus and VOO lead the market.
In 2013, Scarlet was in dire straits: growth was stagnating and Scarlet was running at a loss because of high customer acquisition costs and a non-existent brand positioning.
How could we give Scarlet a reason to exist in a telecom market that had been dominated by three major players for years?